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Iconics 2.0

Our Iconics have always been known as premium quality styles that stand the test of time. To make them the best they can possibly be – and keep meeting your evolving needs – we took them back to the drawing board.

Perfected down to the rib depth

Every aspect of our revamped iconic styles has been carefully reconsidered so they're hands down the best blank garments in their category.  
Our unisex Iconics 2.0 styles are now slightly more relaxed to ensure the best possible fit across all sizes. And we've paid close attention to the rib depth on our necklines, cuffs and hems to achieve the ideal balance. 
Discover our Iconics 2.0 styles

New fabric development

As well as a perfect fit and even greater attention to detail, our Iconics 2.0 are now all made from 100% organic cotton – taking us one step closer to circularity.  
Our Iconics 2.0 sweatshirts and jogger pants are brushed on the inside for a great feel against the skin, and the outside has a natural handfeel that will become more unique over time.  
We're also now using compact ringspun yarn for our Creator 2.0 unisex t-shirt – and its companion, the new Stella Muser women's t-shirt – which gives an even smoother surface for decoration. 
Find your favourite Iconics 2.0 style

Synergy across styles

SS24 brings new synergy, alignment and simplicity to our entire collection. And that's especially true for our Iconics 2.0.  
Our carefully crafted palette offers everything from classic shades and muted neutrals to vibrant, on-trend tones – including 10 brand-new SS24 colours.  
You'll find colour and fabric alignment across our adult Iconics 2.0 styles, and we've continued this through into our Mini Iconics. Creating stunning family concepts or 'mini me' ranges has never been easier.  
Discover our 10 new SS24 colours